PhonePe Wealth has unveiled its latest digital campaign, ‘Mutual Funds bhi, ab PhonePe’, introducing investors to its proprietary CRISP fund selection methodology and Daily SIP feature. Through two ad films, the campaign highlights how the platform makes mutual fund investing simple and approachable.
The campaign addresses a key insight: India’s emerging investors are digitally savvy but hesitant to start investing, often feeling they need complete financial knowledge before taking the first step. Many aspiring investors experience a tension between the fear of missing out and the fear of making a wrong decision.
PhonePe Wealth bridges this confidence gap through its CRISP (Consistency, Risk and Investment Style of Portfolio) fund selection methodology, which analyses mutual funds across categories. The tool shortlists “CRISP Top Picks”, removing complexity and enabling investors to make informed decisions with confidence.
The campaign also highlights Daily SIPs in mutual funds on PhonePe starting at just Rs. 10. Daily SIP encourages disciplined investing by allowing individuals to start small, automate contributions through autopay, and build long-term wealth through regular, consistent investments.
The campaign narrative is brought to life through two films set in an ‘Akhada’ (wrestling arena) and the backstage of a folklore performance. Featuring pehelwans and folklore actors, the films use humour and everyday scenarios to show how PhonePe Wealth supports the investor journey from fund selection to executing investments—making both simple and easy to adopt.
The campaign targets first-time investors across states including Maharashtra, Uttar Pradesh, Bihar, Karnataka, Andhra Pradesh, Telangana, Haryana, NCR, Madhya Pradesh, Rajasthan, and West Bengal. The films will be rolled out in multiple languages including Hinglish, Marathi, Gujarati, Telugu, Kannada, Bengali, and Tamil.
A 360-degree amplification strategy will ensure high visibility during the Cricket World Cup, complemented by television placements and a strong digital push across Hotstar, YouTube, and Meta, with a sustained rollout over 10 weeks.
Nilesh Naik, Head of Investment Products, Share.Market (PhonePe Wealth), said, “The next phase of growth in the wealth products distribution space will be driven by platforms that combine intelligent insights and robust product design with seamless digital access. With ‘Mutual Funds bhi, ab PhonePe’, we are strengthening PhonePe Wealth’s position as a destination for investors who are already comfortable transacting digitally. Our CRISP methodology brings a structured approach to fund evaluation, while features like Daily SIP make investing easy to adopt as a regular habit.”
Vinay Chaudhary, Head of Marketing, PhonePe Wealth, added, “With this campaign, we wanted to meet audiences in familiar and relatable settings. Investing is often seen as complex because of the jargon around it. Through humour and everyday cultural contexts, the films highlight that getting started with mutual funds can be easy. By combining helpful insights with simplified investing workflows, we aim to make getting started feel more approachable for first-time investors.”
